Customer storytelling is one of TurboTax's strongest performance drivers. In Tax Year 2024, just two short-form customer stories generated 33% of all Meta authorizations, proving the power of authentic, human-centered narratives.
For Tax Year 2025, the opportunity wasn't simply to create more content—it was to evolve customer storytelling into a scalable creative system that could perform across every touchpoint, from paid social to TurboTax's retail experience.
As the motion designer for TurboTax Internal Creative Team, I led the creation of the hero reel for TurboTax's Customer Stories page. The goal was to transform real customer experiences into an engaging, emotionally driven narrative that strengthened the connection between the product and the people it serves. Beyond the hero film, the visual language was designed to scale across multiple formats and channels, creating a cohesive storytelling system for the campaign.
Before storyboarding, I explored a range of layout directions to establish a graphic language that would work seamlessly in motion while also creating a clear system for organizing the footage library. The goal was to unify the overall visual style of the reel while staying true to the TurboTax brand identity.
Then I started building storyboards, curated the customer stories, reviewing the footage library and exploring compositions that best fit the visual system. The narrative follows a clear journey—from introducing each customer to showing how Turbotax helps them file with confidence.
The final layer connects the entire story by showcasing a diverse range of customers across digital and retail touchpoints. They are real people sharing their stories, running their businesses, filing their taxes, and visiting the TurboTax store.